The Top Five Myths Retailers Believe About Millennial Shoppers

Myth #4: Retailers are way behind where they should be when it comes to delivering a seamless, omni-channel experience.

BUSTED -- Believe it or not, 53 percent of consumers say their shopping experiences are seamless across channels with their favorite retailer, though they do admit that retailer sites are often lacking in extensive functionality. This is aligned with the retailer perspective, since 45 percent of them believe their customers have a seamless shopping experience, regardless of where they make their final purchase (in-store vs. online).

But despite the appearance of a seamless experience, it’s worth noting that mobile strategy is still very young in the market. For instance, only 27 percent offer mobile coupons and nearly 90 percent of retailers don’t offer any mobile payment options to their customers. It’s possible that consumers and merchants have yet to realize what a truly seamless shopping experience looks like -- largely because none really exist quite yet.

According to Accenture, millennials are expected to spend approximately $600 billion annually. This is a significant market, one that retailers must ensure they are part of. Yet millennial shoppers are a unique breed with very specific preferences, often leaving many retailers scratching their heads as they explore new engagement methods. Merchant Warehouse and Retail Pro International recently completed a survey around millennial shopping preferences with the goal of identifying where this knowledge gap exists and, in turn, helping retailers more effectively identify ways to attract and engage millennial shoppers. Based on the data, Merchant Warehouse and Retail Pro International identified the top five myths retailers believe and put them to the test: are they true or just a myth?

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